Seven Steps to a Successful Business Plan This Page Intentionally Left Blank Seven Steps to a Successful Business Plan Al Coke American Management Association New York • Atlanta • Brussels • Buenos Aires • Chicago • London • Mexico City San Francisco • Shanghai • Tokyo • Toronto • Washington, D.C. Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM
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that you seek it from the appropriate source. All product & company names mentioned in this manual are the [registered] trademarks of their respective owners. The mention of a product or company does not in itself constitute an endorsement. The articles, documents, publications, presentations, and white papers referenced and used to compile this manual are copyright protected by the original authors. Please give credit where it is due and obtain permission to use these. All material contained has been
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researchers and students working in public relations, corporate communications and public affairs, as well as offering practitioners an indepth understanding of the effective use of public relations in a range of organizational contexts. Including cases from the UK, Norway, Sweden, Spain, South Africa, Canada and the USA, with a focus on such global corporations as Shell, BBC America, Worldcom, PriceWaterhouseCoopers and Marks & Spencer, it offers important insights into the development of public relations
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necessarily coincide with the editorial views of The Economist Newspaper. Typeset in EcoType by MacGuru info@macguru.org.uk Printed and bound in Great Britain by Creative Print and Design (Wales), Ebbw Vale A CIP catalogue record for this book is available from the British Library ISBN 1 86197 971 1 Contents The authors Foreword Part 1 Information technology grows up 1 Coming of age 2
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20 Choosing a trading name 21 Checking your readiness 24 Case studies 24 Action points 26 3 Creating a Winning Business Plan 27 Planning ahead 27 Making sure the plan is yours 30 Your blueprint for success 30 Getting help from the public sector 36 Getting help from the banks 36 Checklist 37 Constructing your 'blueprint for success' 38 Case studies 43 Exercises 45 4 Funding Your Enterprise 46 Getting your hands on some seed money 46 Start-up costs 46 Getting outside finance 49 Approaching
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Management blends together two types of knowledge: Science - based on established general laws Art - skill acquired through experience; the application of knowledge. The Management Process Management is an ongoing process which includes the following functions: Planning - set objectives and procedures Organizing - Design the organization to carry out objectives Leading - getting others to perform necessary tasks Controlling - monitoring performance and making corrections Managerial Roles
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instructors considering adopting the associated material. The paper begins by arguing that the forces of globalization have fundamentally changed the scope and activities of firms thereby altering the practice of finance within these firms. As a consequence of an increasing reliance on tightly-integrated foreign operations, a parallel world of finance has been opened within every multinational firm and this world has, heretofore, been overlooked. The course materials are designed to address the many aspects
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aspects. 2. Information society. I. Varian, Hal R. II. Title. HC79.I55S53 1998 658.4'038—dc21 98-24923 GIF The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Printed Library Materials Z39.49-1984. To Dawn, Eva, and Ben To Carol and Chris Contents Preface ix l The Information Economy 2 Pricing Information 19 3 Versioning Information 53 4 Rights Management 83 5 Recognizing Lock-In 103
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2. Information society. I. Varian, Hal R. II. Title. HC79.I55S53 1998 658.4'038—dc21 98-24923 GIF The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Printed Library Materials Z39.49-1984. To Dawn, Eva, and Ben To Carol and Chris Contents Preface ix l The Information Economy 2 Pricing Information 19 3 Versioning Information 53 4 Rights Management 83 5 Recognizing Lock-In 103
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use of the work must explicitly identify the original source. Notice Statements and opinions expressed in the chapters are these of the individual contributors and not necessarily those of the editors or publisher. No responsibility is accepted for the accuracy of information contained in the published chapters. The publisher assumes no responsibility for any damage or injury to persons or property arising out of the use of any materials, instructions, methods or ideas contained in the book
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